Choosing Between Search and Display Google Ads Networks

By Terrance G Kern on November 15, 2018

Search Vs Google Display Networks

Applying a similar strategy to both search and display networks will not work. If you are having campaigns opted into both Search and display networks, you better save yourself from agony by separating them. On this post, we will deeply outline the components of each network and examine the type of marketers or advertisers that should use them.

Google Search Network

Ad-running on Search Networks the most known form of Pay Per Click (PPC) advertising. In case you intend to have a better reach, you can choose to extend targeting that you have “search partners”. This is a group composed of minor search engines such as AOL.

Search Network advertising is quite effective since it’s target is the active searcher; in other words, an internet user whose mission is finding a specific thing. Once the searcher submits a query, organic ads and paid ads (normally displayed in red boxes) appear. Paid ads both robust, and permit you to add extensions that have additional links, addresses, and phone numbers. Search networks connect you to people looking for the products or services you offer. A search campaign will hence outdo display campaigns in driving conversions.

When Should You Opt For a Search Campaign?

When Your Budget is Limited: Search campaigns drive more direct conversations and make it easy for you to measure and justify PPC efforts. After mastering Search, you should consider expanding your campaigns to the Display Network. Display network will complement your campaign efforts by boosting visibility, and contribute an uptick in your business’ search volume.

Google Display Network (GDN)

On top of the search advertising, Google lets you have a chance to get your ads on a variety of internet sites. The collection of websites ranging from YouTube, news sites to blogs is the Google Display Network. Display network is very expansive and will suit you well if you are aiming at expanding your online presence.

When a user is on the Google Display Network, he might not necessarily be on “shopping mode.” He could instead be carrying out other internet activities such as reading a blog, watching news, or watching a video clip among others. For you to  gain GDN’s traction, you should have ads that attract the attention of users. This should be enticing enough to make them click through your site and leave the content they were viewing before.

Although GDN’s click could be few, the network’s ad space is big. This makes the network ideal for brand awareness. It has a wide reach that will definitely appeal to you if you want to have a wide fan base. Once you increase your brand’s visibility, you will get more clicks on organic listing or even get an uptick in specific brand searches.

When to Run a Display Network Campaign

 

  • When Running a Brand Familiarization Campaign

 

A lot of advertisers use display networks for promoting brand awareness. With GDN’s expansiveness, it will give you many opportunities to connect with your audience.

The network also has many targeting options. One of these is the managed placement, which refers to sites specifically selected by an advertiser. Another is web grouping that is based on audience features.

Display networks will make you appear in sites that are popularly visited by your audience and you thus will get a chance to familiarize your brand to such people.

 

  • When Your Sales Process is Lengthy

 

In case the product you are selling is one that consumers are not likely to quickly buy, it is important you make sure that your brand stays in their minds as they consider making the purchase.  You can use Google Display Network’s remarketing to achieve this. This will enable you to show any person who has visited your site ads and encourage them to get back and purchase.

 

  • When Your Product is Appealing

 

You cam display image ads on GDN. If you thus sell luxurious products that are easy to entice the eye, you will find it easy promoting your product. GDN is largely reliant on distraction and it’s hence important to let people have a view of the products you are promoting.

 

  • When Your Video Collateral is Compelling

 

If you have invested resources and time on an incredible video collateral, put it to good use. You can easily establish a video campaign more so if your video leverages existing creative. YouTube attracts more than 1 billion views daily, and your advertising potential here is extremely big. This will be a good way of linking up with your targeted audience.

People engage with content on videos more than that on image and text ads. Even better, Google has a True view option that makes you only pay for users that showed a genuine interest in the video- true interest is determined when the viewer watches your video for a minimum of 30 seconds.

Search Network Display Select (SDNS)

SDNS a recent innovation by Google that allows you to opt your search campaign in a limited fashion into the Google Display Network (GDN). This technology uses improved signal and methods to predict where your ads will most probably perform best and makes sure that display ads only appear in locations where your targeted viewer is.

While SDNS will supposedly do most work for you, it comes with a price. By using it, you will sacrifice a big control over GDN network by putting your faith in Google. If you have time, it is highly recommended that you stick with the traditional practice to manage your display and search networks through distinct campaigns.

Using a Dual-Network Strategy

After going through Search Network and Display Network, you probably have realized that your business will work best with the two networks. If your budget allows it, you then should run both campaigns.

On the other hand, if you want to get a good reap of both networks, you need to break the two into separate campaigns. This will make it easy for you to design your messaging depending on the situation which your audience views the ad. Segmentation is good as it will enable you to set specific bids per network and budgets. It also will help you make your optimizations more impactful.

 

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